THE EFFECT OF PARASOCIAL RELATIONSHIP IN B2B PURCHASING PLATFORM ON USER LOYALTY: EVIDENCE FROM THE CHINA B2B PURCHASING PLATFORM - koreascholar

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THE EFFECT OF PARASOCIAL RELATIONSHIP IN B2B PURCHASING PLATFORM ON USER LOYALTY: EVIDENCE FROM THE CHINA B2B PURCHASING PLATFORM

Xiaolei Yu, Kyunghoon Kim, Shuman Wang, Chunlin Yuan

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URLhttps://db.koreascholar.com/Article/Detail/372663

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Global Fashion Management Conference

2019 Global Fashion Management Conference at Paris (2019.07)
p.739

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

entrepreneurial spirittrusting beliefsparasocial relationshipB2B marketing

저자

Xiaolei Yu(Business School of Henan University, China)
Kyunghoon Kim(Changwon National University, Republic of Korea)
Shuman Wang(Henan University, China)
Chunlin Yuan(Business Management Institute of Henan University, China)

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